Whether you are a global brand, service provider or fast-growing tech start-up, Panama offers one of the most dynamic gateways to Latin America. Sherlock Communications’ award-winning team combines deep local knowledge and trusted media relationships with international experience to help brands thrive in this unique environment.
From media relations and strategic storytelling to influencer engagement, SEO, performance marketing and inbound lead generation, our Panamanian specialists deliver measurable impact for clients across sectors — from fintech and logistics to travel and consumer goods. We bring together global standards and local insight to ensure every campaign truly connects with Panamanian audiences.
Panama’s economy remains one of the strongest and most diversified in Latin America. Since 2021, GDP has doubled, powered by the Panama Canal, which handles around 15,000 vessels annually (about 4% of global maritime trade). This strategic position, combined with world-class logistics, has turned the country into a regional hub for finance, commerce and investment.
Beyond the canal, growth comes from financial services, construction, real estate, mining and tourism. The latter continues to be a major driver of employment and visibility, generating more than US $5 billion in 2021 alone and sustaining over 250,000 jobs.
For international organisations, Panama represents a rare mix in the region: economic resilience, global connectivity and a business-friendly environment. Its stability and openness make it a natural base for regional operations, and a market where reputation, trust and brand visibility can quickly translate into commercial success.
Panama’s media landscape blends strong traditional channels with a fast-growing digital ecosystem. Television remains highly influential, supported by national networks with broad reach, while radio continues to connect audiences beyond major cities. At the same time, advertising investment is increasingly shifting online, making digital and social platforms essential for visibility and engagement as audiences consume more news and entertainment through digital channels.
Online, social media shapes everyday communication and public conversation. Platforms like Facebook, Instagram, WhatsApp and TikTok dominate, while LinkedIn and X serve professional and B2B audiences. Content that feels local, authentic and shareable resonates most, pushing brands to balance creativity with credibility. Those that integrate digital storytelling with the authority of established media are best positioned to build trust and stand out in Panama’s fast-moving media environment.
Panama City is the country’s economic and cultural heartbeat, shaped by its close ties to the Panama Canal and its role as a global crossroads. With a population of over 1.5 million, it has grown beyond canal activity to become a major financial, logistics and business hub, hosting multinational companies, regional headquarters and strong transport connections that link Panama to the world.
For international brands, the capital is dynamic, competitive and highly sophisticated. Audiences value professionalism, clarity and credibility, making trust as important as visibility. Those that understand the city’s fast pace and cosmopolitan character, and communicate with consistency and authenticity, are best positioned to build lasting relevance in Panama’s most influential market.
Managing a PR crisis in Panama requires speed, transparency and a strong sense of cultural awareness. News spreads quickly through digital platforms and independent media, and audiences expect brands to respond with honesty, empathy and clear communication. Companies that have built genuine relationships with journalists and opinion leaders, and that focus on accountability rather than appearances, are better equipped to protect trust and emerge stronger in the long term.
Working with a local partner is key to building trust and lasting relevance in Panama. Local teams bring the cultural understanding and context needed to ensure messages are not only clear, but appropriate, helping international brands connect in a way that feels natural and meaningful.
In a market shaped by influential TV networks, fast-moving digital platforms and strong community ties, local insight makes a real difference. It allows brands to anticipate shifts in public sentiment and communicate with authenticity, transparency and respect for Panamanian values — the foundations of credibility and long-term success.
Panama’s economy is one of the most diverse and internationally connected in the region. Services dominate national output, particularly logistics, banking, financial services and trade, all supported by the strategic importance of the Panama Canal. Tourism is another major driver, contributing billions annually and supporting hundreds of thousands of jobs across hospitality, travel and leisure.
Construction and real estate continue to expand, fuelled by investment in commercial projects, infrastructure and residential developments. Mining has also played an important role in recent years, with broader diversification now underway as the country adapts to global market dynamics. Meanwhile, digital transformation — from fintech adoption to e-commerce and online services — is reshaping consumer behaviour and opening new routes for innovation.
For international organisations, Panama offers a blend of stability, connectivity and opportunity. A young, increasingly digital population, coupled with one of Latin America’s most globally oriented economies, creates fertile ground for brands looking to make a long-term impact.
At Sherlock Communications, we deliver integrated communications strategies that help global brands connect meaningfully with Panamanian audiences. Our approach is insight-led, creative and results-focused, ensuring campaigns reflect how people here consume information, form opinions and engage with brands.
Public Relations & Corporate Communications – strategic media relations, spokesperson preparation and reputation management that elevate visibility and strengthen trust.
Paid & Performance Marketing – data-driven advertising across digital platforms, supported by rigorous testing, optimisation and measurable ROI.
Influencer & Creator Marketing – partnerships with credible local voices who communicate with authenticity and cultural relevance.
Monitoring & Risk Intelligence – continuous reputation tracking and early-warning analysis in a market where public conversation moves quickly across broadcast and digital channels.
Because our team lives and works in Panama, we understand the context behind every headline, every trend and every shift in public mood. Our 360° approach integrates storytelling, strategy and performance analysis to deliver communication that is culturally attuned, commercially impactful and aligned with your global objectives.
